Varumärken och varningsetiketter: En kvantitativ studie i hur varningsetiketter påverkar personer då de är placerade på läskförpackningar och om varningsetiketternas effekt påverkas av varumärket

Sammanfattning: Warning labels can be used to change the attitude and behavior in the general public. The use of warning labels is also increasing and suggestions have been made to expand their use to more general food products. However, the research regarding the effects of warning labels and how other factors may influence them is limited.The purpose of this study was to develop the research on warning labels and the effects the strength of the brand might have on the warning label’s effect on more regular food products. To achieve this goal a 2x2 factorial design was used where over 200 respondents filled in four different forms. In these forms the two factors that were varied was the brand of the product and if a warning label was present. The results were then analyzed using one-way and two-way ANOVA. The study concludes that the warning label has an effect on value, loyalty, risk and price. Moreover, brands have a clear effect on the warning label’s impact on the respondent. The authors conclude that the implications of these findings should be taken into consideration, in for example the forming of policy regarding unhealthy food habits of the population, due to the potentially disruptive effects on the market.